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Inside Sephora’s Attempt to Bring Back the Beauty Festival

Once the source of industry buzz and revenue, the experiential beauty event space flatlined when Covid-19 restricted large in-person gatherings. This year, a number return, including Sephoria, which makes the case that the festival is bigger and better than ever.
Milk's activation at Sephoria.
Milk Makeup's activation at Sephoria. (Sephora)

In a queue that followed the natural curve of the Skylight at Essex Crossing building in Manhattan, beauty-obsessed New Yorkers braved the rain on Saturday in hopes of gaining entry into Sephoria: House of Beauty.

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